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Effective Strategies for Turning Clicks into Sales

This question has been asked by every merchant going back to ancient times.  How do I convert more lookers into buyers?

The methods and technologies selling have changed dramatically over the ages.  Whether it’s in a market stall, a retail store or over the Internet the challenge of marketers is to convert prospects into customers.

Understanding Your Buyer

People buy for only one reason.  They are trying to solve a problem.  There are tremendous variations in size, scope, and complexity but they all boil down to the same thing.  The prospect has a problem and is looking for a fix.  They are experiencing pain, or difficulty either real or imagined, and they want a solution. You need conversion rate optimisation services to accurately measure your performance.

A good salesman or marketer understands this.  You know from experience what “pain points” your customers are experiencing.  You show your prospect how your product or service can alleviate these pain points.

Optimize Landing Pages

Your landing page should communicate its message quickly and cleanly.  Visitors should understand within seconds what you’re offering and why it matters to them.  Avoid complex jargon and cluttered design.

Call-to-Action

Your call to action must be irresistible.  Your CTA should directly address your prospect’s pain points.  

Use words that inspire action.  Use these verbs with specifics about what they will get by taking the action.  Vivid benefit-focused language that outlines what’s in it for them get the best results.  

Your call to action should be visibly appealing.  It should stand out from the rest of the page.  Colour, contrast, size and space all contribute to making it appealing and persuasive.

Testing for Improved Results

Always test your approach.  A/B testing has proven to improve marketing results.  

Choose one element that you think will affect prospect behaviour.  Create two landing pages and test the effectiveness of that element.  For example, vary the headline on each page and then count which page generates the better response.

Divide your audience equally and randomly between the two versions.  Wait until you get a statistically significant result. 

Use this approach to continually refine your ads. Consumer behaviour changes over time.  Continual testing and refining your ad strategy allows you to keep up with changing consumer trends.

The analogy of a funnel is often used in sales.  You need to match your prospect’s needs and expectations at every step to keep them moving forward in the sales process.  Just because they don’t buy today, doesn’t mean they won’t buy tomorrow, so persistence is key.